Imagine you’ve joined a team to launch a new mapping product for field technicians who inspect oil and gas assets (e.g., oil wells, pipelines, valves, etc.). In many cases, the assets are located in rural locations far from paved roads. The initial hypothesis is the technicians will buy a mapping solution that displays an asset’s geographic location and basic information on a map. In order to test this hypothesis using customer development, you spend several days in the field with customers. During that time, you learn that the technicians already have ways of displaying asset locations on a map, making your proposed solution not valuable.
However, during your time in the field you observe a more challenging problem: the technicians driving to the assets. While sometimes an asset may be only 200 feet off the road, if it’s on the other side of a creek or a hill then it could be 10 miles or more to drive to it. Many technicians rotated through assets and didn’t know the best way to get to them, and finding a path could waste several hours in a day.
The technicians wanted a way to mark how they get to an asset on the map as they were going to it, so each technician would know the best route for future inspections. This would save time and fuel, as well as reduce greenhouse gas emissions. Based on this information, you add waypoints — the ability to mark points on the way to an asset — to the initial product release.
In this example, customer development early in the product life cycle ensured the product would solve a challenging customer problem.